Brand creative and performance creative are not opposing forces. They are two expressions of the same commercial intent, and the tension between them is largely manufactured by people who have never had to defend a marketing budget to a CFO. When you get the balance right, brand work makes your performance work cheaper to run…
B2B SaaS growth marketing is the discipline of systematically expanding a software business’s customer base, revenue, and market position through a combination of demand creation, product-led motion, and retention mechanics. Done well, it connects acquisition, activation, and expansion into a coherent commercial engine rather than a collection of disconnected campaigns. Most SaaS marketing teams are…
Dell’s enterprise B2B sales strategy in 2025 is built on three structural pillars: a tiered partner ecosystem, a direct enterprise sales motion anchored to long-cycle relationship selling, and a portfolio approach that bundles infrastructure, services, and AI-adjacent solutions into multi-year commercial agreements. The result is a go-to-market model that prioritises contract value and retention over…
Customer penetration strategy is the discipline of increasing revenue from your existing customer base by expanding share of wallet, increasing purchase frequency, or extending product and service usage across a broader segment of that base. It sits inside the Ansoff Matrix as the lowest-risk growth option, because you are selling known products to known buyers…
The Forrester marketing budget framework divides total marketing spend into two broad categories: program spend (the money that goes directly into campaigns and media) and non-program spend (everything else that makes the marketing function run). Non-program spend covers people, technology, agencies, data, and infrastructure. Most marketing leaders underestimate how large this category is and how…
A publicity campaign is a coordinated effort to generate media coverage, public attention, and earned awareness for a brand, product, or cause, without paying directly for placement. Done well, it amplifies your commercial message through credible third-party voices. Done poorly, it burns time, budget, and goodwill while producing nothing you can take to a board…
A digital marketing agency and a software company can both sit under the broad label of “tech-enabled services,” but they operate on fundamentally different business models, with different cost structures, growth mechanics, and commercial risks. The agency sells time and expertise, billed as a service. The software company builds a product once and sells access…
Marketing as a Service, or MaaS, is a model where a company outsources its marketing function, either in full or in part, to an external provider who operates as an embedded team rather than a traditional agency. Instead of hiring a retainer agency to execute specific deliverables, you bring in a provider who takes ownership…
AI in B2B marketing is changing how teams research buyers, create content, personalise outreach, and measure pipeline performance. But the technology is ahead of most teams’ ability to use it well, and the gap between what AI can do and what it is actually doing inside most B2B organisations is wider than the vendor decks…
Objectives and strategy are not the same thing, and confusing them is one of the most common reasons marketing plans fail to deliver. An objective is where you want to go. A strategy is the logic that determines how you get there. Without that distinction held clearly, you end up with plans that sound coherent…
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